consumer based buying eqity

8/9/2019 consumer based buying eqity

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CONSUMER BASED BRAND EQUITY

FOR DIFFERENT SEGMENTS OFDENIM BRANDS

Kanika LuthraAnand Malviya

Banu PrashanthHimani Goyal

Deepika Singh

Pramod Kumar


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Objective:


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Sub- Objectives

To understand consumer based brand equity model.

To find out the most preferred brand among consumers.

To explore the brand image in terms of customer satisfaction. To explore the brand salience for each brand.

To study the performance of the brand with respect to other brands

To know the resonance dimensions of the brand.


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Research Design

Kind of Research Design :Descriptive Research Design

Category: Denims (Jeans)

Name of the brands : Tommy Hilfiger(Premium), Levis (Lifestyle), FlyingMachine(Mid segment) and Wrangler (Low segment).

Address of outlets selected : Forum mall , Oasis (Bangalore).

Sampling Method : Convenience

Nature of Sample : Customers

Sample Size : 200 (50 per brand)

Tool Selected : Questionnaire

Estimated time : 40-45 days

Primary data sources: customers of respective brands.

Secondary data sources: online information


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Limitations

Sample size is less to get accurate results.

The scope of the study entailed to only a limited area of Bangalore.

Most of the information pertaining to market study has beencollected from secondary sources, which may not be highly reliablein each case.

Chances of human error.

Time limit was a constraint


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LEVIS Levi Strauss & Co. (LS&CO) is a privately held

clothing company known worldwide for its Levi'sbrand of denim jeans.

It was founded in 1853 On May 20, 1873 the U.S. Patent and Trademark

Office grants Levi Strauss & Jacob Davis a patent onthe process of riveting pants. This heralds theinvention of theblue jean.

Four core values are at the heart of LeviStrauss & Co.: Empathy, Originality, Integrityand Courage.

Product category includes mens and womens wearand accessories.


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TOMMY HILFIGER Tommy Hilfiger Group of Companies is one of the

world's most recognized designer apparel groups

The Group's focus is designing and marketing high-quality menswear, womenswear, children's apparel anddenim collections.

Chief competitors:Benneton; Calvin Klein; Donna Karan;Guess; Levi's; Liz Clai-borne; Nautica; Perry Ellis;

Polo/Ralph Lauren; and The Gap. The company has sales operations in Atlanta, Chicago,

Dallas, Los Angeles, New York, Philadelphia, and SanFrancisco.


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WRANGLER The brand is owned by the VF Corporation, who

also own Lee, JanSport and The North Face,

among others.Wrangler Jeans were first made by Blue BellWrangler has introduced several lines that are

more designated towards a specific group ordemographic

wrangler positions the brand as a youth brand. Product category mainly comprises of denims for

men and women but they have introduced newlines for the same.


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FLYING MACHINE

Flying Machine is the first Jeans brand of India,launched way back in 1980. Owned by ArvindLifestyle Brands Ltd.

it is the longest standing jeanswear brand that'savailable in India.

The product category includes denim and nondenim wear and accessories for men andwomen.


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CONSUMER BASED BRAND EQUITY


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Analysis & Findings


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Premium


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A) Brand name : TOMMY HILFIGER

This brand name is easy to remember, But the brand name is not associated with its product

offering, therefore it does not give a clear picture to the consumer of what the brand has to

offer.

B) Logo:

1) BRAND SALIENCE


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C) Product Offerings:Men Women Kids

Jackets / Coats

Jeans / Pants

Shirts

Sweaters

Polos

Sweatshirts / T-Shirts

Swimwear

Sports

Shoes

Accessories

Businesswear

Underwear

Runway

Blouses

Dresses / Skirts

Jackets / Coats

Jeans / Pants

Polos

Sweaters

Sweatshirts / T-Shirts

Shoes

Sports

Swimwear

Accessories

Underwear

T-Shirts / Sweatshirts

Sweater / Blouses

Skirts / Dresses

Pants / Jeans

Jackets / Coats

Accessories

Socks

Swimwear

Underwear

Shoes


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2) Brand performance:a)Service effectiveness

b)Service empathy


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c) Product Attributes

Most people prefer comfort, style as brand attributes in Tommy Hilfiger as abrand.


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3) Brand Imagery

a)User profile


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b) Purchase or usage situation:


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c) Personality and values:


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4) Brand judgment

Brand QualityBrand ImageBrand Superiority


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5) Brand feeling

Level of Satisfaction(Purchase)


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Consumer Feelings


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6) Brand Resonancea) Brand Association


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b)Brand Loyalty c)Brand attachment


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Lifestyle


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1)Brand Salience:

a)Brand awareness: It refers to customers ability to recall and recognize thebrand under different condition and to link the brand name logo symbol and so

forth. For Levis

b)Logo:


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40 % of respondents aregenerally aware about Levis

as a Brand

c) Strategic implication

d) Product category:

DENIM PANTS NON-DENIM

PANTS

SHIRTS JACKETS OTHER

Levis Dockers Dockers Levis Strauss

Signature

Levis 501 Levis Strauss

Signature

Levis Strauss

Signature

Levis Engineered

Jeans

Other


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Service effectiveness Service empathy

2) BRAND PERFORMANCE


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Product Attributes:


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3) Brand ImageryA)User profile

Purchase or usage situation:


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B) personality and values :

Income Group


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4) Brand judgment:

Brand Quality Brand Image Brand superiority


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5) Brand feeling


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6) Brand Resonance:

Brand loyalty: Celebrity endorsement


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Mid segment


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A) Brand Name:Wrangler It means a cowboy who takes care of the saddle horses.

People who work hard, have fun and recognize courageous individuality.

B) Logo:

C) Product offerings:

1)BRAND SALIENCE

DENIMPANTS

NON-DENIMPANTS

SHIRTS JACKETS OTHER

Wrangler Riggs Wrangler WranglerVintage Shorts

WranglerCowboy Cut

WranglerRanger

Riggs WranglerDenim

WranglerRugged


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2) BRAND PERFORMANCE

Service effectiveness:Service should be more effective. This can bedone by providing formal training to sales personnel.

Service empathy: The sales personnel should understand the customerperceptions once they enter into the store.

Level of Satisfaction (Brand)


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3) Brand Imagery:a) User profile:

b) Income distribution


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c) Purchase or usagesituation


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c) Personality and values:


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4) Brand feelings

Satisfaction Level(Purchase)

Satisfaction Level(Brand)

Consumer feelings


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5) Brand resonance:

It describes the nature of relationship and the extent to which wranglercustomers feel that they are in sync with the brand.


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6) Brand Judgments

Judgment dimensions


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Low segment


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1)BRAND SALIENCE

a)Brand name: Flying machine

b)This brand name is easy to remember because of itsunique logo and brand ambassador Abhishek Bacchan.

c) LOGO:


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d) Product category

Flying Machine basically deals in 1. Denims for both men and women 2. T shirts and sweat shirts.

3. Casual shirts 4. Ladies top 5. Jackets 6. Accessories like eyewear, bags, belts.

More than 300 new options are expected be launched thisseason, ranging from a large collection of shirts, knits, jackets,winter wear and cool accessories


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e)Awareness of brand ambassador


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2) Brand performance

Level of Satisfaction


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3) BRAND IMAGERY

a)User profile

Age distribution:

Age


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b) Income Groups


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c) Purchase or usage situation:


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d) Association with brand

Association with Brand


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3)Brand resonance


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a) Brand loyalty


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b)Brand attachment


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4) BRAND FEELINGS

A)Purchase satisfaction


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B)Satisfaction with brand


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5)Brand Judgments


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BRAND COMPARISON

Point ofdisinction

Levis Tommy hilfiger

Flyingmachine

Wrangler

Class /segment

lifestyle Premium Mid segment Low segment

Product line Denims,Shirts, t-shirts, jackets,accessories

Denims,Shirts, T-shirts, tops,accessories

Denims, t-shirts, sweatshirts, topsandaccessories.

Denim pants,nondenimpants,shirts,jackets and others.

Age group 23-28yrs/38%

29-34yrs/38%

17-22 yrs/37% 23-28yrs/40%

awareness maximum maximum Moderate Moderate

Promotion via Celebrity endorsement,Print Media,

cards

Printmedia,membershi

p cards

Celebrityendorsement,event sponsors

Celebrityendorsement,print media


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Point of

distinction

Levis Tommy Flying

Machine

Wrangler

Association Self esteem Socialapproval, Selfrespect

Excitement Fun

Brand Imagery Young andcasual

Young and eliteYoung Casual andTrendy

Satisfactionlevel

58% 34% 56% 66%

Brand feeling Half of thepopulation issatisfied

Maximum arevery satisfied Majoritysatisfied Majoritysatisfied

Self respect


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Conclusion

The study has helped us to understand the consumers andconsumer based equity, who are brand specific and those who arenot and attitudes of respondents towards Jeans.

This study shows us that only 45% of respondents are brandspecific, more then 50% of market consists of frequent brandshifters

Quality, Price, consumer responsiveness, creativity,advertisements, distribution channels, sales promotions etc are

having there own impact on attracting consumers towards brands,so it is very important to the marketer to consider all these factorsbefore introducing the product in to the market


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With this study it is known that nearly majority ofconsumers prefer quality of the product followed

by Price, comfort, brand image, look, fabric etc This tells us that every consumer will have his own

expectations in the products so to became asuccess full brand in the competitive market the

product should balance with all these factors


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SUGGESTIONS & RECOMMENDATIONS

The quality of the product should be enhanced, whichcan give better comfort to the consumer; it may help in

retaining existing consumer and might attract newconsumers to the products of the brands like Wranglerand Flying Machine.

Normally the prices of premium and lifestyle brands are

high, because of this reason they may loose economicallymiddle class and lower class consumers. To over comethis problem these brands have to introduce productswith low prices.


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It is required to update the trend and be creative with

innovative styles for Flying Machine and Wrangler. Some of these brands are not easily available at all theplaces required by consumers so it may be required toincrease the outlets as in case of Flying Machine. Advertisements of the brand may be increased with added

information like price, availability, ranges, promotions,celebrity endorsement etc for Tommy Hilfiger brand. Sales promotions of the products of the brands should be

increased to attract new consumers.


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BIBLIOGRAPHY

Inside Fashion Vol. 5 No. 10 Link//www brandweek com/bw/content display/news and feature http://media Canada.com /articles/mic/20080722/levisstraus

http://marketing practice.blogspot.com/2006/10 Super Brands/ VOL 1 /by:Aditi Chatterjee and VijaySrinivas//copyright 2004//pg no. 118-119

Reports at college library. Textbook, Principals of marketing By Philip Kotler.
http://media/http://marketing/http://marketing/http://media/


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